Helsinki-Based Matchmade Secures €4 Million To Help Brands Connect With Gaming Influencers

By Noah Long ● December 1, 2018

Helsinki, Finland-based Matchmade announced it has raised €4 million in funding to connect gaming companies and brands with YouTube and Twitch influencers. A majority of the €4 million was part of a Series A round that was led by Korea Investment Partners. London Venture Partners and Business Finland also participated in this round.

“Korea Investment Partners is investing in Matchmade as the company’s solution to one of the fastest growing areas of advertising is sophisticated, scalable and technically advanced. The founding team is very experienced and driven, and they’ve demonstrated great potential,” said Sang-ho Park of Korea Investment Partners in a statement.

This round of funding enables Matchmade to expand into more countries and develop new technologies. And Matchmade said that it is going to open an office in the U.S. The company’s platform has seen a 400% jump in campaign investment from advertisers this year compared to last year.

“The incredible 400 percent growth in campaign budgets by advertisers, is a testament to the growing importance of influencer marketing,” added Matchmade CEO Jiri Kupiainen. “This funding round allows us to double down on the development of the Matchmade platform, and most importantly in growing our team. Adding Twitch to the Matchmade platform means that we are better able to serve our customers and influencers alike by offering a broader data-driven approach to sponsored content. Influencer marketing is still very new and we’re excited to be driving the development of one of the fastest growing areas of new media.”

Leo Lännenmäki (CTO) founded Matchmade with Kupiainen in 2014. And now the company has 21 employees, according to VentureBeat.

The Matchmade platform analyzes more than 3 million channels and 300 million videos on YouTube and 12 million streams and 260,000 channels on Twitch to deliver sponsorships that make relevant content for fans. Through Matchmade, advertisers are able to search and reach out to multiple influencers in one place.

And real-time campaign data is displayed on the dashboard. Some of the third-party data that is displayed on the dashboard are compiled by companies such as Appsflyer, Kochava, and Adjust.